Pinterest expands its shopping features to new markets

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Pinterest expands the shopping features to Australia, Canada, France and Germany following increased pressure for e-commerce last year. In this article, we will dive into the possibilities of the shopping features on Pinterest.

Pinterest announces that the platform is expanding the shopping features to Australia, Canada, France and Germany after opening up a number of new shopping functions last year. The functions have made it possible for users to shop directly via pins, boards, the search function and through a visual search. Many users save products and ideas that they like and statistics say that close to 7% buy products that they have saved, according to Pinterest Internal Data, May 2021.

Based on that data, Pinterest launches a new “Shopping List” feature, to make it easier for users to gather all the products they are interested in buying in a place they are interested in buying, and will be informed if the product’s price has been lowered. The feature will be launched first in the US, followed by Australia, Canada, France and Germany later in the year.

As Pinterest said:

“Shopping on Pinterest is bigger and better than ever for advertisers, too. New research shows that giving people the time to consider and enjoy shopping like they can on Pinterest—vs. rushing them to purchase—results in significantly higher spend. People who visit Pinterest weekly outspent non-Pinners by 2x every month and have an 85% larger basket size. 

“People have always come to Pinterest to shop – they use Pinterest to discover new ideas and actively consider what to do or buy to bring those ideas to life. We want to help users to find products just right for them and feel confident that they’ve made a solid choice from reputable merchants with a seamless shopping experience. We’re excited that Pinterest users in more countries will now be able to go from inspiration to purchase anywhere on Pinterest, bringing us one step closer to our goal of making every Pin easy to shop.” – säger Dan Lurie, Global Head of Shopping products på Pinterest. 

What shopping features are already available on Pinterest?

Shop from search

Shopping via a search on Pinterest means that the user searches for products for their own ideas or inspiration, for example “white wooden chair” that they want to buy and have in the newly renovated kitchen. In the search results, he will get links with options to then be able to find and shop for brands with the right products for his style and budget.

Shop with Lens

If the user sees a product, for example a garment that he likes and wishes to buy, it is possible to use the Pinterest camera to make a visual search for similar products.

Shop from Pins

Many users use Pinterest to find inspiration and users can buy products directly from pins that they have saved down with products that they have picked up and are interested in buying.

Product Pins

When users discover products they like, Pinterest will show details such as price, shipping, and reviews from the brand, and then the user can choose to read more about the product. Pinterest has also tested labeling pins with “Bestsellers” or “Popular” based on what other users have previously purchased.

Shopping Spotlight

Based on trending content, Pinterest’s experts have made a selection to inspire users to discover and shop from new brands.

As Pinterest describes the feature:

“With the feel of a personal stylist and the look of an editorial magazine, shopping for the latest trends has never been easier. We’re kicking the experience off with product picks based on Pinterest trends from publishers including Marie Claire in Australia and in France and InStyle in Germany ”

Shop from Boards

Through boards, users get products that are inspired by the user’s previously saved content.

Summary.

There are many opportunities with Pinterest’s shopping functions for both you as an e-retailer and you as a marketer. The target audience is already inclined to buy and you can target your ads via the Pinterest search feature similar to Google’s search engine which allows you to reach a specified target audience and who will most likely want to buy your products.

Haven’t started advertising on Pinterest yet? In our previous article “Get started with advertising on Pinterest”, we will guide you through the platform.

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